Is Your Marketing Design CRAP?

Ok you have marketing copy that sells. Next on the agenda is the design layout. Does it look like CRAP? You want the layout to be easy to read and attractive so your prospects will read your copy and take action. Here is the kind of C.R.A.P. you need in your direct marketing design:

Contrast
Elements that aren’t the same need stand out as different. Avoid making them slightly different since this confuses the prospect into seeing a relationship that doesn’t exist. Aim for strong contrast between page elements so the reader’s eye moves from one element to another down the page so the page is visually stimulating and encourages the prospect to get involved in your sales copy.

Repetition
Repetition for emphasis also applies to design. Repeat styles down the page for a consistent feel. Using the same color scheme or type faces throughout the layout would be an example of repetition.

Alignment
On the page there’s a place for everything and everything in its place. Everything on the page needs to be visually connected to something else, nothing should be out of place or distinct from all other elements. You don’t want free standing elements that puzzle the prospect. You want her to take action about your message not critique the layout.

Proximity
Proximity creates related meaning. Remember the song we are family? Elements that are related should be grouped together like a family. For example you can use special alignment of elements or overlapping to move the eye from one area to the next. Separate elements should have clear visual divisions to show they are different. You don't want a jumbled mess that will cause the reader to skip over your message without reading it. Some empty space is ok if it keeps everything clear and easy to read.

Incorporating CRAP into your design is just the beginning. It will get you started on making your marketing copy visually appealing so prospects will take the time to read it. For more tips there are lots of books, blogs and websites to review.

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